Some of the best moments of my summer – apart from getting married – were spent watching skateboarding at the Olympics. Aside from making me fall in love with skateboarding all over again, it made me think about how hospitality establishments that don’t usually serve as venues to watch sporting events can maybe find a way to do just that, without having to transform into the type of businesses they aren’t. After all, sporting events are some of the, if not the, last major shared cultural experiences, so there are a lot of people out there that would be interested in experiencing such events in public places, but do not feel comfortable in (sports) bars.
That’s why I think that restaurants, cafés, and even upscale places have a unique opportunity to tap into the energy of sporting events. That doesn’t mean they can just hung up some fancy screens or beamers (though of course good equipment does matter) and call it a day. Instead they have to do do it in a way that feels authentic to their brand and audience.
Resonate with customers
For restaurants and cafés, the trick isn’t to compete with sports bars but to align with the sports that resonate with their customers. For instance, a French bistro might show the Tour de France or a major tennis tournament like Roland-Garros, while serving a special menu inspired by the event.
An Italian place might celebrate major Serie A matches or matches of the Italian national team, drawing in fans who appreciate not just the game but the culture that surrounds it. Offering a menu of regional Italian dishes that correspond to the teams playing adds a layer of authenticity that fans will appreciate.
A more alternative hospitality establishment on the other hand might lean into sports such as skateboarding and BMX, which aren’t only very spectator friendly, but also traditionally have a big sense of community, which is something that they have in common with such establishments.
The most important thing to remember is that authenticity is key. It’s not about trying to turning your place into a sports bar for a day, but rather about finding those moments where the world of sports naturally intersects with your vibe. The idea is to create an atmosphere where the sporting event enhances the experience, rather than overshadowing it. When done right, this approach can not only attract a new audience but also deepen the connection with existing customers by offering them something special and unique.
Marius Zürcher
About the author:
The co-owner & founder of Millennial & Gen Z marketing and employer branding agency 1520 in Apeldoorn, the Netherlands, Marius Zürcher was a participant at FCSI’s ‘Millennials’ focused roundtable at INTERGASTRA and a speaker at FCSI workshops about industry trends.
